Before your client becomes a repeat client, before they ever book with you at all, they have to know you exist. In fact, the most difficult and expensive part of any marketing strategy is building brand awareness: alerting prospective clients to who you are and what you do. Too often, travel professionals market not according to a plan, but impulsively, with a heroic “give it a try” mentality. That certainly is one way to market, but tends to be error-prone and expensive.
Is there a better solution? Read the rest of this entry »
This week we are looking at 10 fundamental marketing principles that will provide a basis for consistent and successful marketing efforts. The next two principles seem easy to understand and implement, but in fact, observation indicates they are among the most difficult lessons for travel agents to integrate into their practice. The best of intentions will not substitute for the first, and trial and error is inadequate for the second. Read the rest of this entry »